eOne Preps The BFG’s European Licensing Program

LONDON: Ahead of the July 22 theatrical premiere of Steven Spielberg’s adaptation of The BFG, Entertainment One (eOne) has unveiled details for the film’s licensing program in Europe.

eOne has tied up with a number of U.K. and European licensees for apparel, toys and games, stationery, home and gift items, and FMCG. Merchandise based on the movie will be sold by Amazon, Debenhams, Foyles bookshop, Hamleys, Harrods, John Lewis, Smyths and Toymaster. eOne is also collaborating with Spanish licensing agent Planeta Junior and DRi Licensing, the U.K. licensing agent for Quentin Blake’s illustrations of The BFG, to maximize retail presence in-store and secure cross-category FSDU displays.

The BFG licensing program is aimed primarily at boys and girls between the ages of 5 and 12. Products are slated to begin rolling out next month. eOne has also forged promotional partnerships with Bensons for Beds, Pizza Hut Restaurants, Parcelforce Worldwide, Joe and Seph’s, Chiltern Railways and SSE Airtricity.

“There’s tremendous excitement building up as we approach one of the summer’s biggest movie events,” said Hannah Mungo, the head of U.K. licensing at eOne. “We’ve secured a fantastic lineup of partners for The BFG movie who have created a comprehensive merchandise range that truly captures the magic of the movie. The strong network of promotional partnerships and above-the-line marketing campaign that eOne has engineered for the film’s release will deliver impact for our partners at retail and we look forward to seeing the products on shelf.”

Meanwhile, a collaboration between eOne, Save the Children, Visitlondon.com and The Roald Dahl Literary Estate will see a new public art trail celebrate the release of The BFG around the U.K. from July 9 to August 31. “The BFG Dream Jar Trail” is an art installation that will feature the childhood dreams and aspirations of such celebrities as Spielberg, Mark Rylance, Niall Horan, Zoella, Maisie Williams and Quentin Blake in six-foot jars that will be auctioned after the trail closes. Three of the giant jars will be placed in Harrods with a window display of consumer products.